CRO: Turn Customer Behaviour Data into More Sales with Carolina Dibb, Carolina Dibb Consulting

Carolina Dibb set up her own CRO consultancy in 2023 after working with mega brands including Amazon, MR PORTER, and the British Museum Company. At her consultancy she help’s independent eCommerce brands understand customer behaviour and improve website performance through customer insight, analytics and optimisation strategy.

In this episode, Carolina explains how to move beyond surface-level metrics and use customer behaviour data to uncover what’s really stopping shoppers from converting. She shares a practical framework for identifying opportunities, prioritising changes, and making smarter optimisation decisions.

Dive in:

[05:38] Identifying and optimizing narratives

[07:22] Analyzing Metrics and Conversion Rates

[13:26] Optimizing eCommerce conversion rates

[14:24] Challenges of A/B testing in marketing

[19:29] Reviewing metrics for strategic focus

[21:44] Improving product setup processes

[25:27] Insider Tips from Carolina!

Let Customer Behaviour Data Lead Your CRO Strategy

The best CRO decisions start with data, not opinions. Carolina explains that many brands jump straight to solutions before understanding the real problem. Instead, look at your analytics, heatmaps, and customer feedback together to uncover the story behind the numbers. Break your data down by product, page, traffic source, or customer type to find patterns. When you understand how customers actually behave, you can focus your efforts where they will have the biggest impact.